After NetEase, Didi will also use Guizushinqu to recruit people._Information Blog News Network Website Template

In July of this year, you must be like me, being fascinated by the magical song "Zhejiang Hangzhou NetEase Internet is Recruiting".

The divine song with straightforward lyrics and lively rhythm was specially adapted by NetEase for campus recruitment in 2017. The off-line ghostly painting style caused a crazy spread at the time, attracting nearly 4,000 technical resumes in less than a day after it went online.

The street-style advertisement was very successful, and it also broke the recruitment method of Internet companies that usually uses innovation, adventure or emotion as their selling points. Recently, Didi Chuxing released a school recruitment video claiming to be a brainwashing demon, hoping to conquer fresh graduates with clear eyes in the form of "singing and dancing + divine music".

In the video, several passers-by who looked like extras met on the street, took Didi taxis to each other, and then walked slowly in the stiff posture of an experienced driver.

After discovering Didi's campus recruitment advertisement, they became "little orange people" wearing yellow ties, singing and dancing freely in Didi's office buildings, streets, subways and other scenes. There is also a conversation between a Didi driver and a passenger, with a particularly smooth Beijing accent.

The lyrics that come to my ears in conjunction with the rhythm basically describe the routine of corporate recruitment - the sense of accomplishment on a large platform, the benefits of taxi rides for mom and dad, Chinese, Western, Japanese and Korean feasts, dreams, meaning, and the vision of changing the world and making urban travel better. The repeated phrase "define the next future" in the lyrics is the theme of Didi Chuxing's campus recruitment in 2017.

The video went out on September 1 with the launch of campus recruitment. Although it still talks about old-fashioned positive energy, it is not difficult to see that Didi wants to use this relaxed and lively way to attract the attention of young people.

Unfortunately, judging from the more than 1,000 comments on Weibo related to "Didi Talent Planning Bureau", the focus of popular comments is not this. Some netizens used the comment area as a complaint message board, complaining about Didi's high fees and driver service attitude. Others bluntly pointed out that the idea of this group mechanical dance was copied from the Japanese dance company World Order. Awkward.

In addition to brainwashing videos, Didi released retro-style animations of various positions, which look like they are going to conquer the future, which makes people feel more appetizing:

Every campus recruitment is actually an opportunity to build and display your employer brand. Because it is directly oriented to campuses and young people born in the 90s and even the 95s, it is not difficult to understand why NetEase and Didi would try to brainwash Shenqu, a communication method that young people like. Moreover, compared with state-owned enterprises with a conservative style, Internet companies' genes of daring to play and innovate are their own characteristics. The devilish gameplay can express this more vividly and leave a different image to fresh graduates and even college freshmen. The image presented by these companies in campus recruitment often feeds back to the public and becomes a brand image.

As for your question, will Brainwash Divine Comedy be responsible for the campus recruitment of Internet companies this year? uncertain. However, "Zhejiang Hangzhou NetEase Internet Recruitment" has indeed raised the standard of funnyness for campus recruitment of Internet companies. If you want to use similar methods to make children find your company interesting, HR personnel will have to work hard to lose their hair.